The title, part of the Net-a-Porter company, produces a weekly online magazine, a print edition, which goes out seven times a year, an annual paperback, an iPad app and a thrice-weekly “electronic missive”.

Langmead, who now has an editorial staff of 33, told Burrell: “I sometimes think 'Am I a journalist or a former journalist?' I suppose I would say I am a multiplatform content director – and journalism is definitely part of that."

In his interview article, Burrell likened Mr Porter’s role to that of a "valet" – “offering style advice that gives readers confidence to make a purchase on the website”.

He also pointed out that Langmead’s role as editor-in-chief includes working closely with buyers, who decide which clothes go on the website.

Langmead said: “Everything we sell we have chosen, so we are writing about brands we like. I'm selling less I don't like here than on a magazine."